Blogs, in particular, are growing in popularity, and can be a great resource—whether, as a parent you are looking for insightful behavioral wisdom, observations on the joys of raising kids or helping your family to eat better—if not a great escape to hear from other moms and dads facing similar challenges.

But just as your needs for information vary, so too do blogs, in the ways that they provide it. The following are just a few examples of the types of blogs out there:

• Writers from major newspapers or parenting pubs that have a blog. Increasingly publications are moving a portion, if not all of their content online, as well as making online-exclusive content available.  Take the Wall Street Journal’s “The Juggle” and The New York Times’ “The Motherlode”  from KJ Dell’Antonia’s, for instance.  More and more, reporters and writers are being asked by editors to generate blogs and other fresh content on the web.
• Moms who blog for the fun of it, or to make money, and have their own sites.  These blogs are also spouting up, but don’t underestimate them, because they don’t belong to huge publishing companies. Sites like DomesticBuzz, and MommaSaid for instance, can draw thousands of loyal visitors per month.
• Bloggers for major web sites—like Babycenter’s Momformation Blog, BlogHer, or others—that have a parenting or mommy channel.  Major women’s and men’s sites like these are packed with great info that address all of the facets of being a women or man (style, beauty, dating, careers, etc., in addition to parenting)

Why is important to know the nature and type of blog that you are contacting?

Blogs are personal.  In many cases, they are the writer’s “baby” so to speak. So blanket pitching and blasting out information—if ever appropriate, which it is not—will not be appreciated in most cases.

Bloggers at BlogWorld in LA this past November said repeatedly, that they prefer a softer, get-to-know-you first, dialogue with companies and PR professionals.

As with any communications with the media, understanding the contact’s needs should come first.  And, as with any reporter, it all comes down to how they can also benefit.  What can you or your organization offer the blogger?  Some, but not all bloggers, will appreciate:

• Free content that they can use to make their jobs easier – this can simultaneously offer a great opportunity to expand your company’s reach. In some cases you may even be able to syndicate your content to bloggers or other web sites to increase exposure. In general, content pitched to bloggers should not be promotional in nature.
• Partnerships—many, though not all, bloggers are looking for advertising or sponsorship partnerships to help them to keep their sites going. Some include information about advertising and sponsorships on their web sites. For many consumer companies, advertising or sponsoring key blogs can be a great way to grow your brand.
• Getting and trying your products – Product endorsement can be a great win for brands.  Knowing how to approach bloggers to stand out, from the hundreds of products a month some receive, however, can be key in landing them.  And we can never overemphasize the importance of knowing the blogger’s coverage area to prevent sending inappropriate or unwanted samples–frozen meat lovers pizzas sent to a vegetarian parenting blog, etc.  Some bloggers may have a policy to not endorse products, period.
• Access to experts – Companies can also frequently benefit from opportunities to serve as an expert resource for the blogger, on a topic on which executives are knowledgeable.  This can be a great way to position your company as an authority and possibly also get a link or two to your site or products.

In working with bloggers, it is important to first ask, what are my goals in working with them?  And how can I also best help them to make it an appealing partnership?

You can then hone in on the potential needs and goals of a select few, targeted bloggers that might be a good fit.

For more on interacting with mommy bloggers, please email us at info@zenzi.com

Many of today’s top business leaders are successful at getting media coverage simply by stating their opinions of the market.  They talk at length with reporters about industry trends and make predictions about what the future might hold, but they never pitch their new product or company specifically.

It’s a Subtle PR Ploy:
The fact is, these executives are promoting their companies, just in a very subtle manner.  Positioning a company as a thought leader can enhance credibility and establish a reputation as an industry expert.

Ways to position your company as a thought leader:
Guest opinion articles — Many publications offer executives the chance to share their opinions on the market by contributing guest opinion articles. These articles are not sales-oriented, but crafted to express an executive’s perspective of the marketplace and strategies for success.

Speaking opportunities — Participating in panel discussions, addressing members of a local organization during a monthly meeting, and speaking at trade shows are all ways executives can be viewed as thought leaders while gaining recognition for their company in the process.

Become an expert source — The majority of business news stories focus on industry trends rather than one particular company. As a result, there is a large demand by reporters and editors for expert sources who can offer their perception of issues and events currently taking place.

Challenge: Emergen-C tasked Zenzi with the goal of promoting the Emergen-C brand and the company’s commitment to the cause of breast cancer awareness. Emergen-C’s objective was to promote its “Pink Lemonade” product to a youth demographic and make the community aware that 50% of proceeds for this product went to support their cause marketing partner, the Keep A Breast Foundation. Zenzi proposed a state-wide college tour with a wrapped RV bus, a great cross-promotional partner, “cool” giveaways and a doctor on board to educate women of the importance of breast health.

Solution: Zenzi conceived and planned a State-wide college tour with a wrapped bus, a great cross-promotional partner, “cool” give aways and a doctor on board to educate women of the importance of breast health. Zenzi chose the perfect cross-promotional partner in Roxy the girls action sports clothing brand, branded the tour and the bus wrap with a cool youthful look. The tour kicked off at the Roxy Jam surf contest in San Diego. Zenzi coordinated and contracted with UCSD, UCI, UCSB, USC, Cal Berkeley to promote and sample Emergen-C and educate college women on Campus about breast health and the importance of self examination. Giveaways included Roxy flip flops, cotton candy, and pictures with celebrity surfers.

Results:

An estimated 10,000 samples were given out, Over 60, 000 students were exposed to the Emergen-C branded tour bus and the bus toured up and down the coast of California for 10 days with great exposure to the general public. The campaign Secured over 453,226,983 media impressions, including print, TV, radio, and online. It was talked about in college dailies and the buzz around the display was felt well beyond just the girls who participated.

Emergen-C and Roxy join forces to raise funds for Keep A Breast

College students flocked to the Roxy booth to make flip flops

Art students painted casts to raise awareness during college tour

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